This site was created as a tool for SONY to become an official supporter for the Japanese football team and to build up their brand power through one of the most major sports worldwide. "Zikkyo Generator" is a hybrid between Branded Entertainment and Branded as application. This system will enable the users of SONY's Video Cam to upload their children's football match online, and even add a real play-by-play commentary by one of the most famous commentators in Japan. A monotonous private film will be transformed into high-level entertainment contents through the Branded Application. The goal for this project is to increase the source for new BUZZ by supporting the existing users to create more interesting video contents